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In today’s technological age, it can be overwhelming to keep up with all market trends within any industry without using advance marketing strategies. Technology and the Internet have revolutionized communication, business operations, and the modes of interactions between various companies and their respective customers. For law firms, this is a critical time to consider Internet marketing. Digital media not only provides creative ways of marketing your law firm, but it has also become the standard by which potential clients judge businesses.
Before going into Internet marketing, it is worth understanding that not all strategies are suitable for the law industry. Some approaches work better in one industry than another. Here you are going to learn some of the best strategies that your law firm should utilize for successful Internet marketing.
Search Engine Optimization (SEO)
SEO is a strategy that involves optimizing your law website to make it more desirable for search engines. Potential clients are always looking for legal advice online, and you want your site to be among the top ones that pop up on the results page when they type in a search. The first step to effective SEO is creating original content for your website. Write original, informative posts with keywords that comprise of popular local and practice area search terms. As many searchers land on your site for information, they are more likely to utilize your services.
Make sure that your website’s design, layout, and structure are appealing to readers and search engines. An organized site is more likely to rank higher on search engines as compared to one with poor readability and navigation. Also, it will attract traffic and increase the rate at which visitors respond to your call to action.
Social Media Marketing
Numerous law firms today acquire clients as a result of direct engagement on social media. This is an impressive way of increasing returns on investment, considering how inexpensive it can be to run a social media profile. Thousands of potential legal clients have social profiles on the major sites such as Facebook and Twitter, and you can target them by creating a business page on these platforms.
Successful Internet marketing for lawyers requires more than just creating a social profile. You have to attract an audience by availing useful legal content for your audience. Provide legal advice and tips for your audience and provide a link to your website for more info. Respond to your followers’ queries and build a close relationship with them. Also, make use of Facebook ads to help you get many people who need your services.
PPC Advertising
Pay per click advertising is a technique where you pay a fee every time someone clicks on your adverts and visits your site. When used with the right keywords, pay per click advertising can help drive traffic to your site and boost its conversion rate. It is even more efficient in the legal industry as people who click “law” on law ads are most likely seeking legal services. The amount you pay for PPC depends on various factors such as the competitiveness of the keyword.
For PPC advertising to be efficient, you need to ensure that your landing page and call to action are appealing. Design a user-friendly and organized landing page that’s easy to navigate both on mobile and desktop devices. Also, create a captivating, visible, and precise call to action that will prompt visitors to call your company for legal services or sign up for your newsletters.
Your law firm’s Internet marketing budget should include a combination of these strategies for optimal results. Come up with an automated system for tracking your leads from search engines, social media, PPC, and ads. This way, you can follow up with the prospective clients who show interest in your services.